One of the greatest obstacles for today’s sales forces is overcoming the phenomenon of “too.” Customers are besieged by too much information, there are too many stakeholders involved in buying decisions and too many options to choose from. This kind of overload can cause confusion and, ultimately, purchase paralysis.
Remember one of the foundations of solution selling training…make it simple. To succeed, you need to make it easy for the customer to buy.
- What Matters Most. First, help simplify all the data, variables and options available so they can focus only on what will work in their specific situation for their business strategy and unique organizational culture. Differentiate your offering from others in a way that deals only with their biggest priorities. We do this by identifying and then having a laser-like focus on the one or two key business success metrics that matter most to our clients.
- Who Matters Most. Next try to filter through and prioritize key stakeholder needs. Not everyone has an equal voice in the buying decision. Some opinions carry more weight because they have more skin in the game or greater strategic influence. Focus on the key formal and informal decision makers and understand who decides what, when and how. Then help them to get what they need to succeed in a way that makes sense.
- What Approach Matters Most. And finally help your customer eliminate options that are not directly relevant to their success. Consultants are notorious for selling long and drawn out assessments, plans and ideas that have little chance of being implemented. The danger is that they spend precious time and money on actions and tactics that are interesting but not important, believable, or implementable enough to make a difference. Work as their trusted advisor to zero in on what actions will pay off for their unique situation.
Learn more at http://www.lsaglobal.com/solution-selling-training/
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